Cannes Lions
ORSON, San jose / THE CITY OF SAN JOSÉ, CARAMBA FILMS / 2019
Overview
Entries
Credits
Background
San José de Noche is a costarrican documentary series of 13 episodes created by The City of San José. It tells the stories that arise when the capital city sleeps.
The project's primary objetive was to showcase these stories and also encourage people to live them beyond the screen through each episode, visiting every venue and discovering the city themselves.
Our challenge? The City.
San Jose’s chaos over the years made people drew away from its essence, stories and night life.
Idea
Internet is a messy place with infinite conversations, so hashtags were created to organize them. San José City is also a chaotic place, it doesn't even have street names or real physical addresses, and when the night falls it becomes a lonely and dangerous place.
So we discovered that hashtags are not only found in the digital world… we actually live in them.
From a map's perspective, streets and avenues create hashtags shapes. So we used them as a centerpiece to intertwine the physical and the digital world on a website that promoted every story of the series.
Strategy
San José City doesn't have the best reputation because of its urban disorganization: the City doesn't even have real physical addresses and when the night falls, it becomes a lonely and dangerous place. This is causing that spaces dedicated to the arts, culture and entertainment get lost in this chaos.
We created a solution with two main elements: digital content and physical experiences.
To showcase the City's nightlife we came up with a web series of 13 episodes telling the real stories of 13 places of the capital. Each episode was streamed live from the place it was filmed.
To encourage our target to live these stories, we built a website to highlight on a map the real locations of every story, so they could visit them. Also, every user generated content fed the website.
Execution
First, we created the webseries: 13 episodes telling 13 real stories of the City's nightlife.
Second, we put together a website to stream the episodes weekly. Based on the insight that hashtags are used to organize online conversations and events, we organized the City on a digital map highlighting streets and avenues creating hashtag shapes. Each one geolocated where every episode took place. Comments from users fed the website real time, serving as a tourist guide to have a better city experience.
Using social media and influencers, the campaign was amplified to reach to our target.
Then, we invited people to live the city themselves. Every episode was streamed live from its very own location: from pubs to clubs, passing through wrestling arenas, dance halls, wholesale markets and many others. Additionally, San José de Noche featured in the Capital's most important festivals which are open to everyone in Costa Rica.
Outcome
+100 venues promoted on the website.
+155K people attended the live screenings.
+2MM social reach.
+$535K earned media.
+350K digital views.
27 MIN average time on page.